Paid Search

Choosing the right keywords is the foundation of successful paid search. We use various strategies and tools to identify the most relevant keywords for your business:

• We utilize tools like Google Keyword Planner, Serpstat, and Ahrefs to discover popular search terms and evaluate their search volume.
• We conduct a detailed analysis of the keywords used by your competitors to identify opportunities and fill gaps in your strategy.
• We focus on long-tail keywords (more specific phrases) with lower competition but a higher conversion potential.
• We ensure that the selected keywords align closely with the search intent of your target audience.

To assess the effectiveness of your search advertising, we track a range of key performance indicators (KPIs):

• impressions
• clicks
• click-through rate (CTR)
• cost per click (CPC)
• conversions
• cost per action (CPA)
• conversion rate
• return on ad spend (ROAS)

Paid search advertising can be highly effective when managed correctly. Here are a few reasons why:

• Ads can be shown to your target audience exactly when they actively search for your products or services, increasing the likelihood of conversion.
• You can track results in real-time and make adjustments based on the data, allowing for continuous improvement of the campaign’s effectiveness.
• Campaigns are easy to scale by adjusting the budget and expanding targeting, enabling you to increase reach according to your business needs.
• Focus on ROAS: with careful optimization, you can achieve a high ROAS (Return on Ad Spend) and use your advertising budget more effectively.

Although PPC (Pay-Per-Click) and paid search are often used interchangeably, they differ. Both terms refer to an advertising model where you pay for each click on your ad. However, the key difference lies in the scope and platform:

• PPC (Pay-Per-Click): this broader term covers various advertising platforms where the pay-per-click model is used. It includes Google Ads, Bing Ads, Meta Ads (Facebook), and other platforms where you can purchase ads with a pay-per-click model. PPC can be used for different types of advertising, including search ads, social media ads, and display ads.
• Paid search: this is a more specific term that refers exclusively to ads that appear in search engine results, such as Google Search and Bing Search. It is aimed at driving traffic through paid ads displayed alongside organic search results.

Forecasting the optimal budget for a paid search campaign is based on several key factors:

• Define campaign goals: we start by determining the campaign’s objectives (e.g., increase sales, generate leads, drive relevant traffic to the website) to set a budget that aligns with these goals and expectations.
• Analyze the average cost per click (CPC): we evaluate the CPC for the selected target keywords to estimate potential costs for driving traffic.
• Use historical data: we leverage historical conversion rates or average industry benchmarks to calculate the expected cost per conversion and determine the required budget to meet the goals.
• Set a daily budget: we recommend starting with a daily budget that can be adjusted based on actual campaign performance and results.
• Apply A/B testing: we experiment with different budget levels and ad variations to optimize spending and maximize ad performance.